Comparing the Diffusion of Online Service Recovery in Small and Large Organizations

Lawrence Neale, Jamie Murphy, A. Scharl

Research output: Contribution to journalArticle

6 Citations (Scopus)

Abstract

A key concern organizations face is how to incorporate Internet tools into theirmarketing communications mix. Where and how should companies invest their human,technological, and financial resources? This paper explores a subset of this problem, onlinecomplaining and electronic customer service. It applies diffusion of innovation as a theoreticalframework to investigate organizational implementation of email technology and explain theoutcome of annual customer service surveys in 2001, 2002, and 2003. The results add to the smallbody of research on electronic service recovery by extending diffusion of innovations to emailservice recovery and underscoring the importance of adoption phases, particularly for small andmedium sized enterprises (SMEs). Larger companies provide more channels for submittingcomplaints, which represents an early phase of adoption. There was little difference in how largeand small companies respond to online complaints, a later phase of adoption.
Original languageEnglish
Pages (from-to)165-181
JournalJournal of Marketing Communications
Volume12
Issue number3
Publication statusPublished - 2006

Fingerprint

Service recovery
Online services
Diffusion of innovation
Customer service
Small companies
Communication
Electronic mail
Large companies
Complaints
World Wide Web
Electronic services
Financial resources

Cite this

@article{5e1f9a0bfa904824ab2a6d5ceac57429,
title = "Comparing the Diffusion of Online Service Recovery in Small and Large Organizations",
abstract = "A key concern organizations face is how to incorporate Internet tools into theirmarketing communications mix. Where and how should companies invest their human,technological, and financial resources? This paper explores a subset of this problem, onlinecomplaining and electronic customer service. It applies diffusion of innovation as a theoreticalframework to investigate organizational implementation of email technology and explain theoutcome of annual customer service surveys in 2001, 2002, and 2003. The results add to the smallbody of research on electronic service recovery by extending diffusion of innovations to emailservice recovery and underscoring the importance of adoption phases, particularly for small andmedium sized enterprises (SMEs). Larger companies provide more channels for submittingcomplaints, which represents an early phase of adoption. There was little difference in how largeand small companies respond to online complaints, a later phase of adoption.",
author = "Lawrence Neale and Jamie Murphy and A. Scharl",
year = "2006",
language = "English",
volume = "12",
pages = "165--181",
journal = "Journal of Marketing Communications",
issn = "1352-7266",
publisher = "Routledge",
number = "3",

}

Comparing the Diffusion of Online Service Recovery in Small and Large Organizations. / Neale, Lawrence; Murphy, Jamie; Scharl, A.

In: Journal of Marketing Communications, Vol. 12, No. 3, 2006, p. 165-181.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Comparing the Diffusion of Online Service Recovery in Small and Large Organizations

AU - Neale, Lawrence

AU - Murphy, Jamie

AU - Scharl, A.

PY - 2006

Y1 - 2006

N2 - A key concern organizations face is how to incorporate Internet tools into theirmarketing communications mix. Where and how should companies invest their human,technological, and financial resources? This paper explores a subset of this problem, onlinecomplaining and electronic customer service. It applies diffusion of innovation as a theoreticalframework to investigate organizational implementation of email technology and explain theoutcome of annual customer service surveys in 2001, 2002, and 2003. The results add to the smallbody of research on electronic service recovery by extending diffusion of innovations to emailservice recovery and underscoring the importance of adoption phases, particularly for small andmedium sized enterprises (SMEs). Larger companies provide more channels for submittingcomplaints, which represents an early phase of adoption. There was little difference in how largeand small companies respond to online complaints, a later phase of adoption.

AB - A key concern organizations face is how to incorporate Internet tools into theirmarketing communications mix. Where and how should companies invest their human,technological, and financial resources? This paper explores a subset of this problem, onlinecomplaining and electronic customer service. It applies diffusion of innovation as a theoreticalframework to investigate organizational implementation of email technology and explain theoutcome of annual customer service surveys in 2001, 2002, and 2003. The results add to the smallbody of research on electronic service recovery by extending diffusion of innovations to emailservice recovery and underscoring the importance of adoption phases, particularly for small andmedium sized enterprises (SMEs). Larger companies provide more channels for submittingcomplaints, which represents an early phase of adoption. There was little difference in how largeand small companies respond to online complaints, a later phase of adoption.

M3 - Article

VL - 12

SP - 165

EP - 181

JO - Journal of Marketing Communications

JF - Journal of Marketing Communications

SN - 1352-7266

IS - 3

ER -